The brief: Tell a series of compelling stories introducing a new, less invasive treatment for deep vein thrombosis (DVT) to drive regional patient referrals to qualified centers.

The stories were produced with a purpose: significant editorial placement in the targeted region; working region by region to increase patient access to the medical breakthrough.

The patient story series was preceded by more than a year of product launch activity that included crafting a complete brand identity and market position. This regional campaign drove referrals to qualified practices in the targeted broadcast area.